Rise of Contextual Targeting—Why It's Here to Stay.

The Rise of Contextual—And Why it’s Here to Stay

Estimated Reading Time: 5 minutes Less than a decade ago, contextual was poised to dominate online advertising—delivering on the promise of providing relevant ad content to the consumer at exactly the right time. Over the past several years, the industry has taken a long and costly detour down the audience/behavioral path, only to hit what is increasingly looking like a dead-end due to regulatory, privacy, technical, and other issues. Now, the pendulum is rapidly swinging back to contextual.

Base Domain vs. Full Path URL. What's the Difference?

Base Domain URL vs. Full Path URL. What’s the Difference?

Estimated Reading Time: 5 minutes For the average web surfer, the URL bar provides a magical portal to the interwebz where anything that can be thought of can be entered—revealing the treasures of the internet at the stroke of ‘enter’. For the rest of us, we know it gets much more complicated than that as we slip down the rabbit hole and into OSI, DNS, TLS, HTTPS, subdomains…

Contextual Categorization & Brand Safety – French Child Abuse Trial

Estimated Reading Time: < 1 minute

Advertisements are everywhere, from print publications to road-side billboards, and of course TV and on the Web. The intent of advertising is no different regardless of the medium. Advertisers are constantly feuding to win over consumer sentiment. On the Internet, ad-serving technologies have become so advanced that ads can now be targeted based on one’s individual web browsing history and behaviors, likes, shares, location, device type and other factors. From time to time, however, ad placements land severely out-of-context, and here is one such example of online advertising gone bad.